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This Is Marketing

You Can't Be Seen Until You Learn to See
Written by: Seth Godin
Narrated by: Seth Godin
Length: 7 hrs and 2 mins
4.5 out of 5 stars (420 ratings)

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Publisher's Summary

Number-one Wall Street Journal best-seller.

Instant New York Times best-seller.

A game-changing approach to marketing, sales, and advertising. 

Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and best-selling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.  

Now, for the first time, Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package. This Is Marketing shows you how to do work you're proud of, whether you're a tech start-up founder, a small-business owner, or part of a large corporation. 

Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. 

No matter what your product or service, this audiobook will teach you how to reframe how it's presented to the world, in order to meaningfully connect with the people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you:

  • How to build trust and permission with your target market.
  • The art of positioning - deciding not only who it's for, but who it's not for.
  • Why the best way to achieve your marketing goals is to help others become who they want to be.
  • Why the old approaches to advertising and branding no longer work.
  • The surprising role of tension in any decision to buy (or not).
  • How marketing is at its core about the stories we tell ourselves about our social status.

You can do work that matters for people who care. This audiobook shows you the way.

©2018 Seth Godin (P)2018 Penguin Audio

What the critics say

"This Is Marketing is a very accessible way into Godin's thinking.... Godin writes in pacy, jargon-free prose and this book is interesting and useful for anyone who wants an insight into how, and why, we buy things or change our habits in any way." (The Financial Times)

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What listeners say about This Is Marketing

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    4 out of 5 stars

Good up to date powerful reminders

I’ve read a good few marketing books (22 immutable laws of marketing is my fav) and this one added to my tool belt some real points about focusing on your niche audience. Very important.

8 people found this helpful

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Seth puts me to sleep

Zzzzz zzz zzzzz. Zzzzzzzz. Zzzzz. Zzz z zzzzz. ...zzzz. Zzzz zzzzzzzz zzzz zzz zzz zzz zzz zzz zzzz good night

6 people found this helpful

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Inspiring but not practical

Not every business changes the world, and for those who don't, this book is useless. Otherwise, it has inspiring tips for businesses that have a revolutionary vision.

2 people found this helpful

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The ramblings of a wise man

... but it's still a collection of his ramblings. Seth has some great ideas - there are some real nuggets here, but they're largely buried in long and rambling chapters - big on theory, low on practicality.

1 person found this helpful

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Whisper louder please

I really like this book for its content. Amazing insights on empathy and focusing on the wants of the customer. However the reader's voice and the over all volume is so low it's a strain to listen to. Almost fatiguing to concentrate so hard.

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there's a nugget or two

I like Seth and his work. but this one is a bit long-winded and contains a bit too much fluff. it is focused more in the lofty strategic psychology of Marketing than actual practical solutions. The concepts and ideas could have been summarized in a couple blog posts. However if you like to hear Seth talk and want to spend some time in the clouds considering considering old ideas made new again with rhythmic prose then this is worth the listen

1 person found this helpful

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long winded and too deep on what should have been

slower than I expected. strong points, but could have been captured in a shorter version

1 person found this helpful

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Another masterpiece

Thanks Captain Number Cruncher for telling about this audiobook. I loved it. This is the 4Th audiobook by Seth that I have listened to. This is also great! Thanks Seth for making marketing so clear.

1 person found this helpful

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Genius content but boring

Seth Godin is a genius and there were some amazing gold nuggets in here, but I found my attention wandering because his voice is soft and lacks inflection. Will have to listen again to catch what I missed!

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great info

great info but the narrator speaks brutally slow. I recommend you put your speed at x1.5 for this book. and just a warning... he says yuuge and yuman quite often lol

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  • cjmora
  • 2019-01-23

Terrible Narrator

This was lighthearted anecdotes all tied together giving off the impression of a completed message. Also he read so slow!!! I was at 2X speed just to make it bearable. I would recommend just going with the print version of this one.

12 people found this helpful

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  • Christopher A Perabo
  • 2019-01-15

I like Seth, but there's nothing new

I think I have read all or at least most of what Seth has written. He is a good guy with good ideas that resonate with me. I picked up his latest book to hear some more but was disappointed. I'm not sure if I've heard it all before, or if he's said it all before, but I don't think I got any more out of this book, then from anything else he has written.

20 people found this helpful

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  • Orion9282
  • 2018-11-19

Series of Anecdotes Without Any Actionable Insight

I disliked this book so much that I stopped working to write this review. In a nutshell: - This book is a series of disconnected anecdotes that Seth tries to pull together under umbrella themes that he deems correct, like "tension". Example: Tension makes people want to buy your product because they don't want to miss out. Look at Slack. Slack is successful because of tension. - These anecdotes don't provide any new insight into the successes of those companies. It feels like Seth just checked the news for a year, wrote down a bunch of company names that were successful and slammed them into a book. Example (exaggerated for emphasis): Look at Facebook. Facebook connnects people. They're a billion dollar company. Look at Stack Exchange. They're a multi-million dollar company. Look at how successful they are. - Seth's vocalization is slow, monotone, and has repetitive cadence. Each paragraph follows the same tonal shifts, and the tonal shifts are all with the effect of, "This is the most important thing ever." This is really, really hard to listen to, so much so that I sped him up 2x and still couldn't get through this. I very, very much preferred The One Page Marketing Plan. It had good case study examples, and then provided actionable insights for your own business or marketing efforts. If I wanted to read a bunch of anecdotes about successful companies, I would have just read the news.

203 people found this helpful

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  • Pep pep
  • 2018-11-13

A Marketing Primer

This book serves two purposes. If you are looking for one book about marketing to read that will help you figure out what to do, this is the one. It will introduce you to the concepts and ideas that you can easily explore in other books. The second purpose is to provide a picture of marketing as it works right at this moment. Gone are the days of advertising and interrupting consumers to push your product. This book explores how modern marketing start with the concept for the business and extends all the way through to how customers talk to you after they've interacted with you. Highly recommended.

30 people found this helpful

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  • Tom Parsley
  • 2018-11-25

Not helpful at all

I have a business degree in Marketing and more than 25 years of extensive real-world marketing experience, and I was hoping this book would reveal new marketing insights for today's day and age. Instead the book is a disjointed and shallow discourse based on very basic and general ideas, and provided no actionable insight into effective marketing tactics and techniques. It was actually painful to listen to, and I was sorely disappointed that I purchased the book.

20 people found this helpful

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  • Mike
  • 2018-12-26

Buy the print version

The information in the book is pretty decent. It gives a good overview for anyone who is not terribly familiar with marketing and wants a general understanding of what goes on in that department. I highly recommend that you buy the print version of this book. The author narrates his own book and in some cases, that is a good idea. Here though? It isn't. I could barely make it through listening to him talk soooooooooooo slooooooooooooooowly and in a near monotone. If you have trouble sleeping, put this book on at night and you'll be out in no time. If you are one of those people who likes to listen to audio books on your drive to and from work, DON'T DO IT! You'll be a danger on the road because you are likely to fall asleep behind the wheel.

25 people found this helpful

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  • Ilea Angaza
  • 2018-12-02

Absolutely essential reading

I’ve been following Seth for 20 years. And this book is not a repeat of old info or a repackaging of material. It’s probably his most profound work. And it’s absolutely essential reading for anyone wanting to do anything meaningful in life. It’s the most important book I’ve read on “the way” to do business, rather than just another book on how to do business. Every entrepreneur should study (not just read) this book.

8 people found this helpful

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  • Ponn Virulrak
  • 2018-11-17

This is not "only" Marketing.

Author is not only talk about "the way" of marketing in 2018. He also talks about moral, ethics, motivation. It is like going to church of new perspective in life. If you are looking for "How to" book, this is not one of them. But if you are looking to explore new approch in business development, this is it.

8 people found this helpful

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  • MegoS
  • 2019-01-23

Difficult to lsn to

Very general topics with little practice application. Most of the content discussed was common knowledge.

3 people found this helpful

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  • Francisco Cano
  • 2019-02-03

Hands down, best marketing book I've read.

great book, smart, practical ideas , easy to apply. get it now. Thank you Seth!

2 people found this helpful

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  • José DESGRIS
  • 2019-04-02

Philosophe aux milliards de revenus vous parle

Seth Godin, Bravo. Un livre très complet sur des approches marketing très intéressantes. Les conseils répartis sur le livre sont vastes : performance 5/5 Quelques anecdotes personnelles et exemples enrichissant : histoire 5/5 Lecture personnelle du livre, rythme lent pour la compréhension, notions uniques : Global 5/5 Le fait que Seth Godin lise le livre rend chaque lecteur privilégié et c'est une preuve de professionnalisme. Bien sûr, je me suis senti un peu menacé par un tel auteur au succès mondial, c'est à dire avoir une à plusieurs sociétés à 8 chiffres de chiffre d'affaires dont une aux meilleures stats de marketing de courriel. C'est la peur de la réussite. Quand vous comprenez que Seth cherche avant tout à vous comprendre pour vous aider et non pas à vouloir vous exploiter, cela change la donne. Pour diverses raisons, dont mon mental des années précédentes, ce n'est que le premier livre de Mr. Godin que je lis et je trouve que le niveau des idées et le vocabulaire en font un livre sur la philosophie du marketing. Après tout, si je m'imagine parler à un milliardaire tard dans la soirée ce soir, ce sera certainement du même niveau, digestif ou pas digestif. Seth explique comment aborder le problème de commencer à connaître le succès en partant de zéro et c'est très noble. Il manque quelques données pragmatiques sur le comment mais pas sur le pourquoi. Ceci dit, c'est difficile de faire un livre sur le marketing en donnant des outils à la durée de vie brève. Je vous souhaite une excellente lecture. La vie est courte et de ce fait, la prise de notes est recommandée. José

2 people found this helpful

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  • Cheikh Diallo
  • 2019-09-21

Première écoute. Intéressant mais en digestion...

En train de digérer le livre. Pas mal mais je ne peux pas encore vraiment évaluer ce qu'il m'apporte.

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  • Alexis Troïtzky
  • 2019-07-06

very useful

an incredibly insightful book with case studies and examples. Seth Godin changed my view on marketing and helped me not only rely upon the quality of my work but also on the connection with my client

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  • muller
  • 2019-05-31

great book!

one of those books that can really change your perspective on a field and make you approach it differently.

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  • Alexandre Centner
  • 2019-05-24

way too basic for advanced marketers

good summary for beginners but definitely not recommended for advanced marketers. Practicing marketing for the past 20 years, this is all good sense you need to apply but don’t expect to learn new revolutionary things...